Cafe Oztara

Brand Identity & Name for Damien Center’s New Social Enterprise

CHALLENGE:
Damien Center was launching a new social enterprise: a sober, inclusive space for the LGBTQ+ community that also offered job training to clients. The challenge was to create a brand identity and name that honored the legacy of the former space (Zonie’s Closet, a beloved drag bar), resonated with the community, and reflected themes of renewal, safety, and empowerment—all while standing out in a crowded cafe landscape.

SOLUTION:
I led the brand development and discovery process in collaboration with Damien Center’s executive leadership, community stakeholders, and identifying creative partners, Matinee Creative, who ultimately designed the logo and build the website. The result: Cafe Oztara—a name rooted in Ostara, a pagan holiday celebrating spring and rebirth. The inclusion of the letter “Z” honored the space’s past identity (Zonie’s Closet), creating a bridge between legacy and future. The name and brand positioned the cafe as a welcoming, transformative space that offers both community and opportunity. The branding served not only as a creative expression, but also as a tool to generate community buy-in and distinguish the enterprise from typical nonprofit ventures.